While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.

Commentary

ListenFirst Adds Twitter TV Data, Ending Nielsen Lock

Social media analytics outfit ListenFirst Media has added Twitter data for television programming to its syndicated measurement products for TV, the companies announced Thursday. The deal with
ListenFirst marks the end of Twitter’s exclusive arrangement with Nielsen, previously the only media measurement firm with access to Twitter’s TV data.

The new partnership gives
ListenFirst and its clients access to a variety of data from Twitter documenting consumer social media engagement with TV programs via ListenFirst’s syndicated Digital Audience Ratings, among
other products. The Digital Audience Ratings already incorporate data on social engagement for TV shows from Facebook, Instagram, Tumblr, Wikipedia, and Google+.

ListenFirst also includes
Twitter data in its cross-channel social media analytics service (which powers MediaPost’s Digital Engagement Index).

The deal for TV program data comes as Twitter seeks to broaden user
engagement around video, including live streaming on its own platform. This summer it struck a deal to live-stream several Bloomberg TV shows, and also plans to stream the financial network’s
daily market coverage. Previously, Twitter won the right to live stream NFL games.

advertisement

advertisement

In September, Twitter introduced a new app for Apple TV, Amazon Fire TV, and Microsoft's Xbox One. The free
app features all of the live-streaming video on Twitter, as well as popular and trending Tweets, Vines, and Periscopes. In October, Twitter announced a deal enabling Apple TV users to view their
Twitter timelines, as well as reactions to live sports and news broadcasts all on one screen.

Earlier this month, Twitter bowed a new feature enabling its app users to create and tweet live video
themselves. To go live, users just need to compose a Tweet, then tap “Live,” which will bring them to a pre-broadcast screen where they can frame their shot. When they are ready, users
will then have to press “Go Live” to start broadcasting.